Bronze
BronzeThe Blacklist
- Entrant
- Kontuur / Leo Burnett
- Country
- Estonia
- Brand
- TTJA
- Advertiser
- Consumer Protection and Technical Regulatory Authority Estonia
PROBLEM: Nearly 90% of Estonian consumers do not check the Consumer Protection Authority’s blacklist before buying, and one in five does too little research online. How could we make a little-known blacklist impossible to miss on a tiny budget?
INSIGHT: Most businesses are trustworthy. The problem is the few that aren’t – the black sheep.
IDEA: We took the blacklist literally: one black sheep among white ones. A simple visual metaphor that instantly explains both the name and purpose of the blacklist.
EXECUTION: We turned an abstract consumer protection tool into one clear message: Before you buy, check who you’re buying from.
OBJECTIVE: Raise awareness of the blacklist and multiply website visits – a result measurable, quite literally, in black and white.
BronzeFailing at the Finish
- Entrant
- McCann Riga
- Country
- Latvia
- Brand
- Iespējamā misija / Mission Possible
- Advertiser
- Iespējamā misija / Mission Possible
In Latvia, the fact that 1 in 5 children fail to graduate didn't shock the public, because you can't feel a statistic. Or can you? To mobilize a new generation of teachers, we transformed an invisible system failure into a collective moment of pain. For one month, popular singer Fiņķis documented his first marathon journey. People followed, cheered him on, and saw his struggles. On marathon day, he seemed ready. He ran 42 kilometres, closely watched by fans and the media. Just before the finish line… he stopped. Fiņķis sacrificed his first marathon time to show that 1 in 5 children will not finish their own personal school marathon. The video and PR message blew up on social media and in the news. As a result, Mission Possible hit a new record for school teacher applications from the public.
BronzeIKEA Sale
- Entrant
- Ogilvy Vilnius
- Country
- Lithuania
- Brand
- IKEA
- Advertiser
- IKEA
During an IKEA sale, shoppers leave with more in their blue bags. More products mean more weight, and heavy bag handles leave marks on the skin.
That familiar post-shopping detail became the idea for the campaign – IKEA logo imprints left on shopper shoulder, turning the physical trace of a full bag into a simple visual expression of the Sale.
Shortlist
ShortlistStop excuses. Start moving.
- Entrant
- Magic
- Country
- Latvia
- Brand
- HIGH FIVE
- Advertiser
- Latvian Public Service Media
“High Five!” (Latvian: “Dod Pieci!”) is an annual charity marathon by Latvian Public Service Media, broadcast across radio, television and digital platforms. By 2025, it had already taken place 11 times. To maintain public attention and motivate donations, each year requires a new narrative that resonates both emotionally and socially.
In its 12th year, the communication of “High Five!” was built on the following paradox.
Every year, nearly 500 children in Latvia need financial support for rehabilitation therapies that help them move independently, yet many are not covered by public healthcare funding.
At the same time, Latvia is one of the most sedentary countries in Europe, with 61 % of residents physically inactive.
This contrast revealed a key insight: movement is taken for granted.
Instead of following traditional charity visuals that portray children as victims of their situation, we created a visual system that empowered them as the most motivated members of society.
The campaign translated this idea into bold print and outdoor executions placed directly in public space, built on three principles:
Confident portrait photography showing determination, not vulnerability
Dy...
ShortlistHungry?
- Entrant
- Not Perfect Tallinn
- Country
- Estonia
- Brand
- R-Kiosk
- Advertiser
- REITAN CONVENIENCE ESTONIA AS
People often get hungry on the long drive to the ferry terminals. But when hunger strikes, their first choice is usually the ferry restaurant. So we made a simple association: hungry? Go to R-kiosk, by placing outdoor ads along the roads to the ferry terminals, making people's growing hunger more visible the closer they got. On board, we promoted our full food range with campaign materials and merchandise.
ShortlistThe police are looking for you
- Entrant
- Not Perfect Tallinn
- Country
- Estonia
- Brand
- Estonian Police
- Advertiser
- Estonian Police
Many people assume police work isn’t for them because they don’t have the right education, they work in a completely different field, or they feel it’s too late to change careers. We flipped that perspective and showed that many of them already have the skills it takes. To prove it, we put them on the wanted list. In other words: the police are looking for you.
ShortlistValdovų Rūmų istorijos veidrodis
- Entrant
- Rud Pedersen Lithuania
- Country
- Lithuania
- Brand
- BTA (Baltic Insurance Company)
- Advertiser
- Fabula Rud Pedersen Lithuania
Palace of the Dukes History Mirror is an interactive AR mirror installation designed for the Palace museum environment, turning a traditional museum visit into a personalised and memorable experience.
BTA is a long-term Palace of the Duke partner and sponsor. This time the client (BTA) wanted to create something truly immersive and interesting, that would have more value. Thus, an immersive experience was created.
Instead of remaining passive observers, visitors now can see themselves placed directly into historical scenes — for example, as a ruler, or inside a royal interior, disguised as a well-known Lithuania’s history personality. The creative solution is a framed “magic mirror” that looks like a painting and blends naturally into the palace surroundings while using AR to transform the visitor’s reflection into part of history.
This makes the experience simple, engaging and highly shareable: visitors become the main characters of their own historical moment and are encouraged to capture and share it on social media.
As a result, the project strengthens the emotional connection with the museum experience while organically increasing visibility for both the museum and BT...
ShortlistBALTIJA – 30 Summers Together!
- Entrant
- TOTEM agency
- Country
- Lithuania
- Brand
- BALTIJA ice cream
- Advertiser
- Unilever
Thirty years after Baltija Ice Cream was born, we were (t)asked to create an anniversary campaign that would resonate with today's consumers.
People had grown tired of AI-generated perfection, staged moments and polished advertising. They missed seeing something real. Something that brought back a feeling.
We found it in nostalgia. The campaign turned Baltija's consumers into its protagonists. Rather than telling a story about the '90s, we asked them to tell their own. Participants uploaded authentic photos from the decade when Baltija was born and completed the campaign slogan "Tie laikai, kai..." ("Those were the days when...") with a caption inspired by the moment captured in the photo.
A dedicated campaign website became a living nostalgia archive where visitors could browse hundreds of personal stories and contribute their own. The response was overwhelming: nearly a thousand people shared their photographs and memories of growing up in Lithuania during the wild '90s.
From these submissions, we created 140 unique large-format outdoor posters, each featuring a different authentic photograph paired with its own personal completion of "Tie laikai, kai...". Displayed across...
